Job Description

Dashen Breweries is a major player in the rapidly developing Ethiopian Brewery market. Our Vision is to be Ethiopia’s Best Brewing Company and our Purpose is to “Delight Consumers, Enrich Communities and Enhance Ethiopian’s Progress”.

Our flagship Brands, Dashen, Bale’ageru and Jano are renowned for their great taste and quality. In addition to our Brewery in Gondar, we built a new leading edge Brewery at Debre Birhan, the first of its kind in Africa. Given the continued growth and future expansion of Dashen Breweries, the following opportunity exist.

JOB SUMMARY

To provide Trade Marketing leadership to the Dashen business in Ethiopia through the development, implementation and execution of insight-based trade marketing strategies and activity programs which enables the Company to lead, and develop the capabilities of the trade marketing function. To support the Marketing and Sales teams in the development, planning, execution and evaluation across the brands portfolio of trade/customer marketing programmes, brand pricing, packaging and labelling and brand merchandising programmes, to deliver annual portfolio and brand objectives and targets, such as brand awareness, brand imagery, volume, market share, on budget and on time.

Key Responsibilities:

Trade marketing strategy:

Develop insight-based trade marketing strategies for each brand in the portfolio.

Trade marketing activity programmes:

Lead the production of annual trade marketing plans for each brand in the Dashen portfolio, to deliver annual brand and business objectives and targets, working with and field sales team and ensuring that the plans are in line with the brands’ strategies and integrated with Sales’ plans and activities. Create and maintain a calendar of trade marketing activities for all brands in the portfolio and provide status reports as relevant including cycle briefs. Work with the Marketing and Sales Directors and third-party agencies and suppliers to implement the approved activity programmes on budget and on time. Ensure that monitoring processes are in place for the evaluation of the effectiveness of major trade marketing activities and initiatives.

Customer loyalty programmes:

develop and implement customer loyalty programmes through which to drive demand for Dashen brands. Develop feedback processes with which to evaluate the effectiveness of the loyalty programmes and lead the collation of customer feedback. Build strong working relationships with key customers.

Customer events:

Lead the Promotions & Events Execution team to plan and execute all trade/customer events.

Brand merchandising programmes:

Lead the development and implementation of merchandising guidelines, plans and metrics by sales channel for each brand in the Dashen portfolio. Lead the placement and replacement of brand point-of-sale materials and branded equipment to ensure that execution is in line with the agreed merchandising strategies and guidelines, monitoring execution by Merchandisers and/or third-party agencies and recommending corrective action if required. Ensure that proper records are kept for locations of branded equipment and usage of point-of-sale materials and product giveaways. Ensure that relevant information is compiled for activity evaluations so that learnings can be captured for future merchandising planning.

Lead the effective management of information support system & processes including market data, trade research, shopping behavior, outlet database by area, etc.

Market monitoring:

Monitor sector market activities through regular market visits and research and other data; work with the Marketing and Sales team to recommend responses to sector market activities when necessary to protect the market position of DBSC brands.

Budget:

Determine the trade marketing expenditure required to meet brand and business objectives and manage the allocation of the annual trade marketing budget across brands and activity programs. Work with the Finance team to ensure accurate accruals and expenditure forecasts are prepared. Take corrective action when required to ensure marketing contribution is in line with business goals.

Capability building and people development:

Lead the Trade Marketing team in best practice processes and develop their capabilities through performance management, coaching and identification of training needs.

Management of third-party agencies, suppliers and consultants:

Develop performance management processes for third-party agencies, suppliers and consultants used by the Trade Marketing function and supervise the use of the processes by the team. Ensure that regular performance reviews are carried out and address performance issues as they arise.

Job Requirement

Qualification and Experience:

MBA/BA degree in Marketing or Business Management

15 years’ working experience in the Trade Marketing of a blue chip Company, ideally FMCG, with a minimum of 5 years at senior manager level.

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